Orchestration and Talent

How can advertisers bridge the silos of the many touchpoints required for the delivery of effective advertising?What are the implications to business and revenue models? How can the industry attract and retain new talent?

Funding Sponsors

Upcoming Events

16sep8:00 am- 11:00 pmANA/Wharton Leadership ProgramThe Role of the CMO in Leading the Business Transformation

Time

(Wednesday) 8:00 am - 11:00 pm

Location

TBD

New York City, New York

Organizer

WFoA

20oct - 21All Day2015 WFoA Annual Meeting

Event Details

Event Details

This year’s annual meeting will take place on Tuesday, October 20th and Wednesday, October 21st in Philadelphia.

Time

20 (Tuesday) - 21 (Wednesday)

Advertising 2020 Quotes

“Ideally, all creative work reinforces one brand promise, regardless of its origin.

Robbert Rietbroek

“The consumer engagement journey and product life cycle [in China] looks different from any other market.”

Greg Paull

Co-Founder and Principal, R3

To be ready for 2020, brands must commit to global; they must think and act in borderless ways.”

Jason Hill

Director, Global Media Strategy, GE

The power of digital is in transformational change, not additive garnish.

Tom Goodwin

Founder, Tomorrow Group

“It’s really no surprise that senior marketing leaders tell us again and again that their greatest stress-point is knowing where their future talent will come from.”

Richard Robinson

Managing Partner, Oystercatchers

We need to dramatically simplify how digital advertising can be executed _ toward end-to-end solutions for advertisers, which support putting the consumerÍs interest first.

Brendan Foley

Principal Program Manager

Advertising in 2020 will not be buy me, it will be join me.

Kevin Allen

CEO & Founder, re:kap ldt

Being next to a bus stop, I find my self standing in front of a screen. Oops! It detects me right there and an ad is on its way.

Adnan Azad

Jr Statistical Analyst, KPMG Boston

To be prepared for tomorrow, we need to embrace change, almost before it happens.

Akihiko Kubo

President, Ogilvy & Mather Japan

The dearth of fresh talent has always been a concern, but never more so than now.

Nancy Hill

President & CEO, American Association of Advertising Agencies (4As)

Advertising agents were always known as the ‘hidden persuaders’. We do that through our craft of story telling, art, and design. We will still need to be able to persuade people but it might be that we need to persuade them to give up their data rather than buy some Nike shoes.

Alessandra Lariu

CEO, Shout; Co-Founder, SheSays

Advertising in 2020 harnesses the expansive power of creativity and the reductive power of science and big data to usher in a new era of marketing communications.

Carl Marci

CEO & Chief Science Officer, Innerscope Research, Inc.

The true driver is us, as in humanity.

Mark Holden

Worldwide Strategy & Planning Director, PHD UK

Advertising and brands are inherently social, and always have been – long before social became a marketing buzzword.

Watts Wacker

CEO, Firstmatter

In 2020, payment has become advertising, and money is marketing.

Bill Mauer

Professor of Anthropology, UC Irvine School of Social Sciences

Work simply…in the present…then you get to say what happens in the future.

Robert Barocci

President & CEO, Advertising Research Foundation

Advertisers in 2020 will be experts at initiating detailed, authentic conversations and elaborating on their brand’s story across multiple platforms.

Cheryl Burgess

CEO, Blue Focus Marketing®

The future of advertisement will therefore be more and more on the development of ideas that have the power to inspire sharing and buzz.

Peter Field

President, Field Consulting

And as it is emerging now, digital’s virtual-world will be blended into our real-world lives. Digital does not mean we will stay glued to our devices. We all still crave real experiences, parties, concerts, sports, meetings, dates, comedy clubs and more. It’s just that we will want technology to be blended with those real-world experiences. Digital will not be a silo, or a medium. It will be a facilitator and an enhancer to our lifestyles.

Matthew Godfrey

President, Y&R Asia

By 2020 the ïlike-ability indexÍ will be even more important to advertising in all its forms. The biggest shift will be the migration from traditional selling messages to innovative experiential, visual/sensory formats that instantly stimulate feelings of not only liking but that most valuable of brand attributes, trust.

Mac Cato

Chairman, Cato Consulting

The migration of TV/video distribution to more pure IP (internet protocol) delivery infrastructure, coupled with “big data” advances in set-top analytics will usher in a new era of audience-based targeting that will make the last 15+ years of online advertising formation look like child’s play.

Tim Hanlon

Founder and CEO, The Vertere Group, LLC

As marketers, we must learn how to tell our brand stories in a compelling way. Of course it’s necessary to capture the attention of our audiences, but it’s exponentially more important to discover how to keep it.

Pearse McCabe

CEO, Dragon Rouge New York

Consumers have become more independent, apathetic towards ads (even if personalized), empowered throughout their purchase journey, and involved in the branded products and services they consume; making the traditional one-way relationship less relevant. And you know what? This is great news! For consumers… But also for advertising.

Ayal Levin and David Fogel

McCann Erickson

We need to go back to the basics and remember even digital needs a human touch for it to be soulful. Soulful advertising comes from those who interrogate their souls and that of the people they serve in order to be able to tell the truth in a way that affirms, alters, enhances people’s lives while making money or profit.

Mzamo Masito

Managing Executive: Brand & Comms, Vodacom

The future of all advertising belongs to Google.

Michael Hussey

CEO, Peekanalytics

Gone are the days where one form of mass media usurps another in terms of importance. We have entered an era of rapid evolution where new models are constantly emerging and competing for the prosumer share-of-mind. As fundamental as it may sound, the very best thing any marketer can do to ensure their success is to offer goods that deliver on their promises.

Peter Koeppel

President, Koeppel Direct

Advertising will continue to move from a push model, where the advertisements viewed by consumers were at the discretion of companies and agencies, to a model where consumers can choose to see and engage with their ads or not. It will no longer be about bombarding consumers with advertising noise, but rather saying the right stuff to the right people ensuring greater relevance.

George Musi

Head of Cross Media Analytics, DG-MediaMind

In a future where all kinds of objects are internet-connected, instant gratification will take on new meaning – if it rains and you don’t have an umbrella, the sensor in your wet shoes will send a signal to a retailer who will meet you with a rain jacket.

Russell Dubner

President, Edelman NY

Much of the content on the web will be developed by consumers themselves. Content which is developed by the brands or co created will have to be of a high standard to differentiate itself from the mass of consumer generated content and will have to clearly reflect the brands values, beliefs and benefits.

Martin Riley

Chief Marketing Officer, Pernod-Ricard

With the democratization of media we are no longer in control of the message. We are one voice among many and if we don’t communicate with integrity we will suffer the consequences.

Malcolm Roberts

Founding Partner, Corktown Seed Co.

Advertisers won’t simply be tasked with creating demand for a product – they will be tasked with creating demand for the ad.

Bryan Pearson

CEO, LoyaltyOne

Perfectly timely delivery of advertising messages is great but it only takes a brand so far.

Paul Reilly

SVP, Executive Managing Director, BBDO Toronto

The industry clings steadfastly to conceptual frameworks that in many cases date back 50 years or more. And the fact is that many of these frameworks are not just wrong but seriously misleading.

Mark Tomblin

Chief Strategy Officer, TAXI

Advertising of the future will not be tasked with creating desire outside the consumer’s frame of reference, but instead spark an innate desire from within the consumer’s own frame of reference.

Lori Billey

Managing Director, RED The Agency

Great opportunities won’t wait for long briefing, incubation, approval and production cycles. There will have to be parallel work streams for spontaneous and opportunistic creative that addresses something going on in the brand and consumer’s world.